Marketing and Communications Advice Amid Crisis

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“We all know that we should have a plan for what to do in case of an emergency. And yet, we all seem to be taken off guard when an actual emergency arises. Blame human nature, but planning ahead for a crisis is often left until there is no time to plan, and then a hurried and chaotic response may actually make matters worse rather than better.

That’s the situation many companies find themselves in with the outbreak of COVID-19 (the coronavirus). Most companies have just begun thinking about changes they need to make to ensure the health and safety of their employees and customers. And with confirmed cases growing by the day, this is an issue of immediate concern.”

What role should marketing and communications leaders play in the development of a response? What are the most critical actions to take now? In this article, Julie Ogilvie of Forrester offers some sound advice:

  • Create a task force.
  • Prioritize issues of greatest urgency.
  • Develop a protocol for emergent situations.
  • Prepare the communications engine.
  • Map communications strategies to audiences.
  • Maintain open communications with employees.
  • Listen, track, and measure audience response.

Companies that respond to the current crisis with transparency and compassion will be rewarded by audiences. Companies that fail to rise to the occasion or are late to respond may create uncertainty or damage the confidence they have built. Moreover, use this as an opportunity to flesh out a more complete crisis response plan so that the next time the unexpected comes along, you will be ready.

Full article can be found here: Forrester

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